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Wu Sian Commercial Teahouse by Gong Cha USA CA |
Home > Winners > Design #137016 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
GL: Among the wide range of food and beverage brands, how to get the recognition of consumers depends on the establishment of brand image, and tea house space is the most direct experience to give consumers the brand image. Besides, the spatial impression is the key to the success of the store operation. Therefore, in this project, Wu Sian - Gong cha Santee explored the relationship between brand elements and spatial building skills. Integrated brand image into the Teahouse space can enhance product value and the appeal of the brand and strengthen the brand image and self-identity.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
GL: An inviting, modern layout with natural wooden color and texture brings a comfortable and sentimental mood. The teahouse uses a Gong cha specific brand signature pattern to emphasize the brand image. The use of warm colors from the counter space and indirect lighting gives a harmonizing impression. Gong cha allows the customers to easily choose and understand our products using various visual materials such as the menu board and signage. The efficient working line makes work and service more accessible. The project covers a total of 1,197 square footage.
FS: How long did it take you to design this particular concept?
GL: The project started in October 2021 and the completed date is TBD. Located in Santee, California, USA.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
GL: Tea is a fountain of inspiration, transforming each day into a leisurely journey of taste. Tea, Companion, Art, Taste, and Moment meld together to form the essence of Gong cha and shape the world's culture of tea. Gong cha ponders how to best brew modest happiness and relaxation in a small cup for your day-to-day life. Gong cha ponders how to provide a space for a sip of laughter with loved ones and share the stories of tea drinking culture easily and enjoyably with many people.
FS: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
GL: Gong cha USA CA
FS: How did you come up with the name for this design? What does it mean?
GL: This project is named "Wu Sian" which means limitless in Chinese characters, which also shows the ambition of Gong cha global expansion to be number one. The design "Wu Sian 2021" is based on Gong cha global standards, which contain Gong cha core values: Tea, Companion, Art, Taste, and Moment meld to form the essence of Gong cha and shape the world's culture of tea.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
GL: Project Manager: Alice Wong, Lead Brand Designer: Min Huei Lu, Account Manager: Justin Kou, Senior Lead Designer: Chris Doan, Senior Interior Designer: Amy Fender, Design Coordinator: James Huy and Engineering: Binh Wong
FS: What is the role of technology in this particular design?
GL: The exterior project includes a store signboard, an awning, an ivory lighting panel, a dark gray frame of the windows and the outer wall, and the door, which has the Gong cha wordmark engraved on it. The interior consists of an open space hall, counter, kitchen, sub kitchen, and furniture. The teahouse emphasizes a comfortable first impression and the attractiveness of logo design by using the point colors of Gong cha and natural wood material. Combining the main components of wooden slates, marble stone countertop, and metal accents create a modernized tea house for everyone to appreciate and savor.
FS: What are some of the challenges you faced during the design/realization of your concept?
GL: Design of localization brand experience for international Franchisee Teahouse - Gong cha. Being a global brand provides tangible and intangible services linking with local emotions to let customers have a new and full range of consumer experiences, which improves its localized operations and gains customer identification. However, there are different cultures, humanities, and consumer preferences for other store regions. Therefore, how to achieve both internationalization and localization is the primary challenge of commercial design.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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